What New Oriental Education & Technology Group does

New Oriental Education & Technology Group is China's most recognized private education services provider, founded in 1993 in Beijing by Michael Minhong Yu and listed on the NYSE under ticker EDU. The company operates a national physical network of 74 schools, 1,430 learning centers, 8 bookstores, and 262 third-party distributors across 68 cities, employing more than 42,600 teachers and serving millions of students annually. Its core revenue comes from test preparation courses for overseas exams (TOEFL, IELTS, GRE, GMAT, SAT, ACT) and Chinese national examinations, language training in seven languages, international study consulting, and distribution of educational content under strategic partnerships with ETS, Cambridge University Press, Pearson Education, and McGraw-Hill.

The company has structurally diversified beyond pure tutoring following China's 2021 regulatory crackdown on private education. New growth vectors include non-academic tutoring courses delivered across ~60 cities to 1.06 million students, smart education offerings sold to local governments and schools, intelligent learning devices, and a cultural tourism and study tour business covering 40 countries (330,000+ cumulative participants since 2005). Subsidiary East Buy Holding Limited (HKEX: 1797, formerly Koolearn) operates a separate livestreaming e-commerce platform selling premium agricultural products and private-label goods, listed on the Hong Kong Stock Exchange since March 2019.

The revenue model is primarily subscription/recurring through course enrollment with annual billing cadences, supplemented by professional services fees (study abroad consulting, tourism), one-time content licensing, and East Buy's transaction-based e-commerce revenue. Distribution combines owned physical infrastructure with third-party bookstore networks. New Oriental has deployed AI internally since March 2025 for operational efficiency and margin expansion, and released a free AI college application guidance tool in 2026 as a consumer-facing feature. The company maintains a fortress balance sheet with a ~$5.4 billion net cash position (~75% of ~$9 billion market capitalization), supporting a $300 million share repurchase program and ~$190 million in planned dividends alongside reinvestment in new initiatives.

Name

New Oriental Education & Technology Group

Legal name

Beijing New Oriental Education & Technology (Group) Co., Ltd.

Website

https://neworiental.org

Company type

Public

Founded year

1993

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

New Oriental Education & Technology Group is a publicly listed (NYSE: EDU) Chinese private education services provider, operating 74 schools and 1,430 learning centers across 68 cities with 42,600+ teachers serving students in test preparation, language training, study abroad consulting, study tourism, and increasingly in non-academic tutoring, smart education, and intelligent learning devices.

Ownership category

akta.pro rank

Product category

Private Education Services

NAICS

Language Schools (611630), Exam Preparation and Tutoring (611691), Language Schools (61163), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

English Proficiency & International Admissions Exams (TOEFL/IELTS/PTE/Duolingo) Prep (EDANABAC)

akta.pro secondary industries

Foreign Language Subject Tutoring (School Coursework) (EDANAAAF), Language School Placement Agencies & Aggregators (EDAIAEAM), Exam Preparation for Language Proficiency (TOEFL/IELTS/DELE/HSK/JLPT, etc.) (EDAMAFAF)

Keywords

• Test preparation services
• Language training programs
• Study abroad consulting
• Educational content publishing
• Non-academic tutoring

Headquarters

HQ city

Haidian

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Test Preparation Courses: Core revenue stream providing test preparation courses for major overseas and domestic exams including TOEFL, IELTS, GRE, GMAT, SAT, ACT, and Chinese national exams. Includes quality instruction and test-taking techniques.
2. Language Training Programs: Language instruction services covering English and other languages (German, Japanese, French, Korean, Italian, Spanish) for university and adult students through classroom and language lab practice.
3. International Study Consulting: Full suite of overseas study services including consulting, school selection, application assistance, scholarship applications, visa processing, and housing assistance.
4. Livestreaming E-commerce (East Buy): East Buy Holding Limited (HKEX: 1797) operates livestreaming e-commerce platform selling private label agricultural products and premium goods. Revenue generated from product sales through cultural content-driven livestreaming.
5. Cultural and Study Tourism: Beijing New Oriental Tourism Limited provides Cultural Travel, China Study Tour, Global Study Tour, and Camp Education products operating primarily during Chinese school vacations.
6. Educational Content and Materials: Distribution of educational materials including books, software, CD-ROMs, magazines, and periodicals for language training and test preparation. Also includes strategic partnerships with international publishers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

New Oriental Education & Technology Group provides a comprehensive portfolio of educational services including test preparation courses for overseas and domestic exams (TOEFL, IELTS, GRE, GMAT, SAT, ACT, and Chinese national exams), language training in English and six other languages, international study consulting, educational content distribution through books and digital materials, and non-academic tutoring courses. The company also operates cultural travel, study tours, and camp education programs through its New Oriental Tourism Group subsidiary, and livestreaming e-commerce for premium agricultural products through its East Buy subsidiary.

Product overview

New Oriental Education & Technology Group operates as a diversified educational services provider offering a comprehensive portfolio of programs, services, and products spanning the entire education lifecycle. The core offerings include Language Training (English and six other languages), Test Preparation (for both overseas exams like TOEFL/IELTS and domestic Chinese exams), International Study Consulting, and Education Content distribution. The company has expanded into adjacent sectors including New Oriental Tourism Group (cultural travel, study tours, and camp education across 40+ countries) and East Buy (livestreaming e-commerce platform on HKEX). Recent ventures include Smart Education offerings for institutional clients and Intelligent Learning Devices. The company operates 74 schools, 1,430 learning centers, and 8 bookstores across 68 cities in China, serving over 42,600 teachers and millions of students.

Differentiator

Problem solved

Functional benefit

Products and services

• Test Preparation Courses Test preparation courses designed to help students achieve high scores on major overseas exams (TOEFL, IELTS, GRE, GMAT, SAT, ACT) and domestic Chinese national exams, providing quality instruction and test-taking techniques for Chinese K-12 students, university students, and adults.
• Language Training Programs Language instruction services covering English, German, Japanese, French, Korean, Italian, and Spanish, for university and adult students through classroom study and language lab practice, teaching writing, reading, listening, and speaking skills for workplace advantage.
• International Study Consulting Comprehensive overseas study consulting services including school selection, application assistance, scholarship applications, visa and immigration processing, and housing assistance for Chinese students planning to study abroad.
• Educational Content and Materials Distribution of educational materials including books, software, CD-ROMs, magazines, and periodicals for language training and test preparation, including localized versions co-developed with ETS, Cambridge University Press, Cambridge Assessment, Pearson Education, and McGraw-Hill.
• New Oriental Tourism Group - Cultural Travel and Study Tours Cultural travel, China Study Tour, Global Study Tour, and Camp Education products serving individuals of all age groups, covering 40 countries/areas with hundreds of itineraries, operating primarily during Chinese school vacations. Over 330,000 students have participated in study tours since summer 2005.
• East Buy Livestreaming E-commerce Platform Livestreaming e-commerce platform (HKEX: 1797) operated by majority-owned subsidiary East Buy Holding Limited, selling premium agricultural products under private label, cultural content, and knowledge-sharing services through cultural content-driven livestreaming. Collaborates with local governments to promote special agricultural products and cultural tourism.
• Non-Academic Tutoring Courses All-round non-academic educational classes launched in approximately 60 cities, attracting 1.06 million students as of late 2025/early 2026, addressing personal interests and supplementary education needs.
• Smart Education Offerings Educational services focused on technology innovation for institutional clients including local governments, education authorities, schools, and kindergartens, providing technology-enabled educational solutions.
• Intelligent Learning Devices Technology-enabled learning devices offered as part of new ventures, providing smart education solutions to complement traditional educational services and address personalized learning needs.

Quantifiable outcome

• 19.8% year-over-year revenue growth to $1.42 billion in Q3 FY2026
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered strategic, minor and core.

• Singapore Tourism BoardstrategicStrategic or Co-development Partner · 1 June 2026Strategic cooperation between Singapore Tourism Board and New Oriental Cultural Tourism Group to launch cultural exchange and tourism programs under the 'New Oriental New Mutual Connection - Lion City Launch' initiative.
• Vietnam Education DelegationminorStrategic or Co-development Partner · 1 June 2026Vietnamese education delegation visited New Oriental to explore collaboration opportunities and discuss development prospects for educational cooperation.
• Educational Testing Service (ETS)coreTechnology or IntegrationStrategic partnership to develop and distribute localized versions of selected educational materials in China bearing both New Oriental's and ETS's logos, covering TOEFL and other standardized test preparation content.
• Cambridge University PresscoreTechnology or IntegrationPartnership to develop and distribute localized versions of educational materials in China for language training and test preparation, utilizing Cambridge's academic content expertise.
• Cambridge AssessmentcoreTechnology or IntegrationCollaboration to develop and distribute localized educational assessment materials and test preparation resources in China.
• Pearson EducationcoreTechnology or IntegrationStrategic arrangement to develop and distribute localized versions of selected educational materials in China for language training and test preparation.
• The McGraw-Hill CompaniescoreTechnology or IntegrationPartnership to develop and distribute localized educational content and test preparation materials in China under both company logos.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• TAL Education Group: TAL Education Group (NYSE: TAL) is the closest direct peer, a leading Chinese K-12 and test preparation company offering after-school tutoring, language training, and learning services through a similarly large physical and online footprint. It directly competes with New Oriental in domestic exam prep and faces identical regulatory dynamics.
• Gaotu Techedu: Gaotu Techedu (NYSE: GOTU) is a Chinese education technology company offering K-12 tutoring, test preparation, and adult language programs. It overlaps with New Oriental in test prep and language training and serves as a direct online-first competitor.
• Koolearn / East Buy: East Buy (HKEX: 1797) is actually New Oriental's own subsidiary, but is independently listed and operates as a standalone livestreaming e-commerce and online education platform. Listed separately as a comparable for the company's e-commerce pivot.

Broad incumbents

• China Education Group: China Education Group Holdings (HKEX: 0839) operates universities and vocational schools across China. While more focused on higher education than tutoring, it is a broad incumbent in Chinese private education and represents a comparable regulated private education exposure.
• IDP Education: IDP Education (ASX: IEL) is a global leader in international student placement and English language testing (co-owner of IELTS). Highly comparable to New Oriental's international study consulting and IELTS test prep business.
• Kaplan (Graham Holdings): Kaplan, part of Graham Holdings, is a global test preparation and education provider offering TOEFL, GMAT, GRE, and other exam prep plus international student services. It is a broad incumbent competitor in the standardized test prep category New Oriental dominates in China.
• EF Education First: EF Education First is a global private language training and study abroad company operating in 50+ countries. It competes with New Oriental's adult/adult language training programs and international study consulting services.

Regional players

• Bright Scholar Education Holdings: Bright Scholar Education (NYSE: BEDU) operates K-12 schools in China and globally. While focused on formal schooling rather than tutoring, it operates in adjacent Chinese private education markets and is subject to the same regulatory environment.

Emerging players

• Yuanfudao: Yuanfudao is a leading Chinese K-12 online education platform offering tutoring, homework help, and AI-driven learning tools. It is an emerging competitor to New Oriental in digital tutoring, particularly relevant given the 2021 regulatory shift toward compliant models.
• Scholar Education Group: Scholar Education Group operates premium K-12 tutoring centers in tier-1 Chinese cities. It is an emerging niche player in the same test preparation and academic tutoring segment as New Oriental's physical learning center network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/neworientaledu
• LinkedInlinkedin.com/company/new-oriental
• Facebookfacebook.com/NewOrientalEducation

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments45 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Oriental Education & Technology Group